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Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership
 

Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership

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Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference ...

Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo.

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Description from Internet Retailer Conference:

"Springing into action with a new web site design"
- Seth Newman, COO, Action Envelope
- Josh Levine, Chief Creative and Experience Officer, Ai – Alexander Interactive

At Action Envelope, most customer interaction is through the web site. That makes the web site a crucial touch point with customers—and the reason that the company continually redesigns the site. Its latest version takes ActionEnvelope.com to new heights of interactivity, and includes advanced technologies that permit shoppers to create their own stationery and envelopes and see the results quickly and without leaving the page they're on. For instance, a Made-to-Order feature allows customers to create customized envelopes by size, color, stock and window. A drop-down tab lets existing customers sign in and complete a reorder without having to scroll through product pages. Seth Newman, COO of Action Envelope, and Josh Levine, chief creative and experience officer of Action Envelope's design partner Alexander Interactive, will discuss how Action Envelope knew it was ready for a redesign, how it prioritized its steps, how it weighed the pros and cons of interactive, advanced technology and the results Action Envelope has achieved.

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    Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership Presentation Transcript

    • a true story... about an agency and client partnership and how together, they executed a successful redesign. the client guy the agency guy Seth Newman Josh Levine Chief Operation Officer Chief Creative & UX Officer Action Envelope Alexander Interactive jan 2009 • internet retailer conference
    • client profile plain and printed envelopes in all sizes, styles, and colors • Founded in 1971 • Top 500 Internet Retailer, since 2006 • Based on Long Island NY • Inc 5000 Fastest Growing company, since 2006 • 35 Employees • Internet Retailer Hot 100, 2009 • Over 250,000 Customers • iMerchant Awards - Silver, Office Supplies, 2005, 2008 jan 2009 • internet retailer conference
    • alexander interactive agency profile ecommerce strategy, design & development • Founded 2002, independent • 40 hands-on employees • Manhattan office • Collaborative, client-focused approach select clients jan 2009 • internet retailer conference
    • History Why Redesign? And So We Begin... today’s plan The Details Results Onward! jan 2009 • internet retailer conference
    • history jan 2009 • internet retailer conference
    • history Launch 1.0 august 2000 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history Launch 2.0 september 2001 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history Action Meets Ai may 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history Action Selects Ai 2 weeks later 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history We Launch 3.0 october 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history Decide to Redesign july 2006 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • history Launch 4.0 january 2008 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
    • why redesign? jan 2009 • internet retailer conference
    • why redesign? june Average Order Was Up 2006 132 119 launch launch 3.0 2.0 106 93 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
    • why redesign? june Conversion Rate Was Up 2006 7 6 launch 5 3.0 launch 4 2.0 3 2 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
    • why redesign? june Revenue Was Up 2006 8.5 launch 3.0 7.1 5.7 4.3 launch 2.0 2.9 jan 02 jan 03 jan 04 jan 05 jan 06 jan 2009 • internet retailer conference
    • why redesign? june Customers Were Happy 2006 “ You have the best website in the whole wide world...” — mary j. jan 2009 • internet retailer conference
    • why redesign? All good, right? jan 2009 • internet retailer conference
    • why redesign? jan 2009 • internet retailer conference
    • why redesign? Look beyond the numbers. jan 2009 • internet retailer conference
    • why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. jan 2009 • internet retailer conference
    • why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. jan 2009 • internet retailer conference
    • why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. Because they said so. jan 2009 • internet retailer conference
    • why redesign? “ If I'd asked my customers what they wanted, they'd have said a faster horse.” — henry ford jan 2009 • internet retailer conference
    • why redesign? Scalability. jan 2009 • internet retailer conference
    • why redesign? Scalability. Modernize design. jan 2009 • internet retailer conference
    • why redesign? Scalability. Modernize design. Customer-centric experience. jan 2009 • internet retailer conference
    • why redesign? Scalability. Modernize design. Customer-centric experience. Room to innovate. jan 2009 • internet retailer conference
    • why redesign? It’s time. jan 2009 • internet retailer conference
    • and so we begin... jan 2009 • internet retailer conference
    • and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth jan 2009 • internet retailer conference
    • and so we begin “ Okay, so here is the list of the 2940 features I want on the new site. Check them out. ” — seth “ Oh, and let’s launch in 5 months.” — seth, again jan 2009 • internet retailer conference
    • and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photography Upload Status Bar Quick Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelope Admin Workflow Printed Envelope Express Shop RSS Order Status Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Facility Tour Process Demo Videos jan 2009 • internet retailer conference
    • and so we begin Define the goals. jan 2009 • internet retailer conference
    • and so we begin Define the goals. Determine success metrics. jan 2009 • internet retailer conference
    • and so we begin Define the goals. Determine success metrics. Prioritize features. jan 2009 • internet retailer conference
    • and so we begin Define the goals. Determine success metrics. Prioritize features. Finalize plan and scope. jan 2009 • internet retailer conference
    • and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos jan 2009 • internet retailer conference
    • and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos jan 2009 • internet retailer conference
    • and so we begin Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility Tour Upload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos Email Order Reminders Customer Network Muffins Forum Green/Recycled Paper Boutique Paper Upsell Features Quick Look Previews SEO Landing Pages Envelope Bundles jan 2009 • internet retailer conference
    • the details jan 2009 • internet retailer conference
    • 01 Homepage - Give more, show less before jan 2009 • internet retailer conference
    • 01 Homepage - Give more, show less after jan 2009 • internet retailer conference
    • 02 Simplify the Navigation before jan 2009 • internet retailer conference
    • 02 Simplify the Navigation after jan 2009 • internet retailer conference
    • 03 Browsing paths / Homepage before jan 2009 • internet retailer conference
    • 03 Browsing paths / Homepage after orange jan 2009 • internet retailer conference
    • 03 Browsing paths / Shop by color before jan 2009 • internet retailer conference
    • 03 Browsing paths / Shop by color after fpo jan 2009 • internet retailer conference
    • 03 Browsing paths / New fpo jan 2009 • internet retailer conference
    • 04 Product photography zoom icon jan 2009 • internet retailer conference
    • 05 Product page before jan 2009 • internet retailer conference
    • 05 Product page 05 Overhaul product page jan 2009 • internet retailer conference
    • 05 Product page “Guys, I think we nailed it...” — seth jan 2009 • internet retailer conference
    • 05 Product page “Guys, I think we nailed it...” — seth And then the following morning... jan 2009 • internet retailer conference
    • 05 Product page “Guys, I think we nailed it...” — seth And then the following morning... “Guys, it is looking too busy, I think we need to rethink the entire page.” — seth jan 2009 • internet retailer conference
    • 05 Product page jan 2009 • internet retailer conference
    • 05 Product page jan 2009 • internet retailer conference
    • 05 Product page jan 2009 • internet retailer conference
    • 05 Product page jan 2009 • internet retailer conference
    • 05 Product page jan 2009 • internet retailer conference
    • 06 Make reordering simple jan 2009 • internet retailer conference
    • 07 Decrease checkout abandonment jan 2009 • internet retailer conference
    • 07 Decrease checkout abandonment Path 1: Plain envelopes Path 2: Printed envelopes jan 2009 • internet retailer conference
    • 08 Enable creation of custom envelopes jan 2009 • internet retailer conference
    • results jan 2009 • internet retailer conference
    • results Revenue + 60% Conversion Rate + 38% Total Transactions + 55% jan 2009 • internet retailer conference
    • results Average Order – 20% jan 2009 • internet retailer conference
    • results Average Order – 20% See slide #35: “Determine success metrics.” jan 2009 • internet retailer conference
    • onward! jan 2009 • internet retailer conference
    • onward! Test like heck. New products & brands. Microsites. Action 5.0 ... jan 2009 • internet retailer conference
    • Thank you. josh levine jl@alexanderinteractive.com seth newman seth@actionenvelope.com Download the presentation at: www.alexanderinteractive.com jan 2009 • internet retailer conference